Promise to Love Dorset
The Promise to Love Dorset project was a behaviour change campaign which aimed to maximise positive opportunities and minimise negative impacts of visitors coming to Dorset during summer 2021, following the Covid-19 pandemic.
The objectives were to:
• Protect our natural environment, maximising the opportunities for people’s connection with it, and encouraging both residents and visitors to have a collective sense of environmental responsibility.
• Reassure local residents that Dorset has a robust plan in place.
• Keep people safe.
• Manage and minimise any local resident versus visitor tension that may arise.
• Maximise the commercial and economic opportunities.
• Focus on the issues which were experienced post lockdowns, including illegal parking and camping, littering, BBQS and campfires creating wildfires, and safety at the coast.
The messaging uses ‘do’ rather than ‘don’t’ to keep the campaign tone positive and inclusive. Using ‘do’ not only focuses on the amazing places and experiences Dorset has to offer, but on what we expect of visitors, whether on holiday or a day trip. The ‘Do’ motif is used across the campaign visuals, acting as binoculars to admire the views.
Campaign assets
If you’d like to use the campaign, assets are available to download via Visit Dorset’s Google drive.
Use the campaign hashtag #PromiseToLoveDorset
Project Background
The Promise to Love Dorset campaign was a Dorset Council project which was produced in collaboration with Dorset National Landscape, Visit Dorset and many other stakeholders. It was paid for through the Government’s Covid funding.
An extensive marketing plan promoted the campaign throughout the summer of 2021.